Steering CTV Programmatic Toward Trust And Transparency
Things are moving (pardon the pun) FAST in CTV programmatic. Total spend topped $21 billion in 2023, representing roughly 4x growth over the last five years. But if we want to ensure those ad dollars translate into outcomes, we collectively need to slow down and make time to proactively attack fraud and transparency concerns before […]
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ABC Upfront Dramas: Doctors On A Cruise Ship And A Sleuth Mom
Two new scripted dramas plus a serialized, documentary crime story were among the fall schedule announcements made Tuesday by ABC.
Deadspin’s New Owners Reveal Their Plans: Betting Content—but No AI
The future of once-beloved sports blog Deadspin has been murky since it was acquired by an unknown company called Lineup Publishing in March. The new ownership shared its plans with WIRED.
I Went Undercover as a Secret OnlyFans Chatter. It Wasn’t Pretty
Your online influencer girlfriend is actually a rotating cast of low-wage workers. I became one of them.
A Sandbox Skeptic
What is Google’s true motive in launching the Chrome Privacy Sandbox? If Samantha Jacobson, chief strategy officer at The Trade Desk, were an optimist, she’d take Google at its word that this is about privacy protection. She’d also give Google credit for at least attempting to support certain advertising use cases and not taking the […]
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How Mobile’s Focus On Performance Helps It Avoid The MFA Problem
Much has been said and written in recent months on the made-for-advertising (MFA) phenomenon, or the diversion of ad dollars from legitimate publishers to sites that exist purely to sell ads at a higher cost than the traffic they acquire. We know MFAs are a big problem on the open web. But what about mobile, […]
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GSE, The Three-Letter Acronym To Rule Them All; The Insta Horrors Continue
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Generative Generation A pivotal moment for the web just happened, as Google announced the US launch of its generative search experience (GSE) at the I/O summit. Web users won’t feel an earthquake. But this is a slippery slope to big change. Google […]
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Influencer agencies expand their consulting services as competition grows
Social and marketing agency Socially Powerful last month added consultancy services that aim to hone in on enterprise brand and influencer marketing areas for its clients.
The agency hopes to build the new service, called Prime Influence, into a consultative strategy so it can expand beyond the day-to-day execution of briefs and campaigns for clients. As the influencer marketing sector grows, more agencies in the space are now expanding their creator-facing and client-facing offerings, from providing membership, creating events and opening meeting spaces to access to tools and business consultation.
“[Influencer agencies are] not just connecting brands with influencers anymore,” said Stefanie Beach, founder and CEO of SMB Media Consulting. “They’re offering comprehensive strategies, from content creation to campaign analytics,” or influencer matchmaking based on niche audiences.
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X boasts 8 billion daily video views as it pushes to become video-first
Video is now at the forefront of the latest strategy for X (formerly Twitter) to recapture advertising dollars.
There are 8 billion video views happening on the platform per day on average, and those views have increased 35% year over year, according to the platform’s latest newsletter for advertisers that Digiday has seen. A view metric is counted when an X user watches a video for at least two seconds, and sees at least 50% of the video player in view, for both uploaded videos and live broadcasts, according to the X Help Center. And those views only count when users are logged in to the platform.
With these stats, X aims to make headway toward positioning itself as a video-first experience in the eyes of marketers. The hope is that upcoming updates will go even further toward solidifying that. So far, X has already launched video spaces on iOS and audio video calls, while an X CTV app and an X video tab are tipped to come soon, per the newsletter document, though no dates were listed.
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